Asos latest marketing campaign for its autumn/winter collection has seen more than 360,000 views since it launched last week.

The interactive video ad, which has been shot five times using five different colour schemes, enables viewers to click to change the colours and clothes in the video as it plays. The YouTube video features music from London girl group Juce!, with their track The Heat.

Asos marketing spend hit £40m in 2013 and this investment pushed up sales in the first half 2014 up 34 per cent to £472m. The retailer is no stranger to digital marketing innovation and won a Media Lion in Cannes last year for its #BestNightEver Christmas video and social campaign, which helped generate more than £5m worth of sales and drove huge brand awareness in the US.

Mobile traffic to the online retailer reached 30 per cent last year and the company is now focusing on offering a fully personalised shopping experience to each of its customers.